Customer Portal Redesign
Product Owner → Marketing Manager · 2021–2022New customer portal experience for transportation software with 20,000+ daily users.
BNSF's customer-facing digital experience had grown into a cluttered sprawl of overlapping tools with no clear roadmap. As Product Owner, I ran the primary research, competitor benchmarking, and a cross-department design sprint to define a simplified, personalized, pipeline-focused vision — then built and sold a 2023–2025 roadmap to executive leadership. The work secured capital project funding and decommissioned 10+ redundant customer apps, reducing maintenance cost and setting the direction the portal still follows today.
